Demonstrating PR's Contribution to the Bottom Line

Quantifying the return on investment in PR and showing the contribution it makes to delivering  business and organisational objectives is critical. Starting with the Barcelona 2.0 Principles this full-day workshop will equip PR and communication professionals, both in-house and consultancy, with the skills to demonstrate and communicate the value of PR to wider business and organisational success and enable you to win, maintain and increase PR budgets and resources.

Start Date 6 September 2018
Course Dates 6 September 2018
Presenter Dr. Martina Byrne
Chief Executive, PRII , previous Lecturer and Examiner PRII Diploma in PR, and former Director of Public Affairs at Wilson Hartnell PR
Venue PRII offices, 84 Merrion Square, Dublin 2
Fees PRII Members €295
Fees PRII Non-members €395

The necessity to quantify the return on investment in PR and to illustrate the contribution it makes to delivering the business and organisational objectives of clients or employers is critical.

The ability to present your PR and communications efforts alongside the other key business metrics and performance indicators is even more acute today as financial and resource pressures weigh heavily on all our work.

Starting with the Barcelona Principles 2.0 (the international standard for Public Relations and communications measurement) this full-day workshop will equip PR and communication professionals, both in-house and consultancy, with the necessary skills to demonstrate and communicate the value of PR to wider business and organisational success.

The workshop will cover the theory and practice of PR measurement and evaluation. Participants will learn about the latest international research which compares, and contrasts, PR efficacy with other communications disciplines such as advertising and marketing. The range of methods that can be used to measure and evaluate PR activities, social media and events will be assessed.

Attendees will also be introduced to the recent recommendations of the world's experts in public relations measurement and evaluation, and shown how these recommendations translate into a practical approach to PR metrics which the PR professional can begin implementing immediately. The workshop will be participative and will include group discussions and practical exercises.

What previous participants have said about this course:

 "A well structured and open workshop - with great participation from attendees"

 "Provided a clear outline of the Barcelona Principles and a quality argument for their adoption"

 "A great course - I was able to walk away with an approach to measurement and evaluation that can be implemented straight away"

 

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